How To Use Standard Events With Your Facebook Pixel
The Facebook Pixel is a tool within Facebook for Business. It can track conversions on your website as a result of your Facebook Ads, retarget specific audiences, and give you valuable insight into how your users are interacting with your content.
Once you install it on your website, you can use it to collect data on standard events.
Standard events track the action a visitor takes on your website. For example, filling in a form or making a purchase.
Facebook has predefined a set of 17 standard events.To install them, you just add additional pieces of code to the default pixel code on specific pages of your website that allow you to track certain actions on those pages.
How to use standard events with your Facebook pixel
You’ll need to make small changes to the base pixel code to use standard events, which we’ll get into in just a second.
It’s important to note that you shouldn’t have duplicate pixels on your pages where you’re tracking conversions. That means if you’ve already got the base pixel on your “thank-you” page or “order confirmation” page, you shouldn’t add another Facebook pixel with the standard event code. You should simply modify the existing base pixel to include the relevant standard event.
A standard event code looks something like this:
The example above is used to track when items are added to a shopping basket.
To implement standard events, you need to take your base pixel code and add in the standard event that you want to track.
To do that, just copy and paste the base pixel code into your text editor of choice and then copy the standard event code in. You need to put the standard event code directly after ‘fbq(‘track’, “AddToCart”);’ and before the </script> tag.
Here’s an example of what your website will look like with the standard event installed:
1. This is your website’s original code. Paste the Facebook pixel code between the <head> and </head> tags of your web page.
2. This is your Facebook pixel base code. Your Facebook pixel code will look like the image above. The only exception is that your pixel ID will be different from 1234567890.
3. This is your standard event code. Paste the standard event code that’s relevant to your page, like the AddToCart code, within your Facebook pixel code, above the </script> tag, You’ll need to do this for every page that you want to track.
The point to note here is that every page of your website should have everything that’s enclosed in section 2 (the base code), but different pages will have different snippets of code for section 3 (standard event code).
Important tips and best practices for using standard events:
1. Standard event codes are case sensitive, so pay attention to how you copy and paste the code. It should be exactly as it appears.
For example, the standard event code for tracking page views is fbq(‘track’, ‘ViewContent’);
If you accidentally added fbq(‘track’, ‘viewcontent’); to one of your web pages instead, an event called viewcontent would be shown in your ads reporting as a custom event rather than a standard event, which was not your initial goal
2. For the standard event “Purchase,” set the value and currency to better reflect your conversion. For example, USD or AUD.
3. Add a full funnel of events (e.g. ViewContent, AddToCart and Purchase) to capture all relevant purchase actions. For example, if you sold shoes on your website, you would place the corresponding standard event code on your “add-to-cart” page and “purchase” page.
That’s it for how to use standard events with your Facebook pixel. If you would like my help in implementing this and other strategies to sell your high ticket products and services, get in touch with me by clicking the button below to apply for a complimentary consultation.
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